Cheat Sheet: Social Amplification Engine

1. Plumbing

In Digital Plumbing, you build your audiences and track results. With reliable analytics, you can determine where an additional ounce of effort or dollar in ad spend can make the most difference.

❏ Create your Facebook Ads account using “ Business Manager ”. ⁴

❏ Create your Google Ads account and tie it to the Google My Client Center (MCC).

❏ Create your Google Analytics account. ⁶

❏ Create your Google Tag Manager (GTM) account. ⁷

❏ Publish your GTM container and tags to the website. ³¹

❏ Google AMP (Accelerated Mobile Pages).

2. Goals

Your Goals are your metrics and your mission. Metrics are your numerically driven targets - cost per lead, ROI, revenue, traffic, and so forth. Your mission must be authentically defined in the WHY of your brand - authentic statements that drive content that converts at each stage of the funnel. These values drive content sequences that effectively drive traffic and conversion.

❏ Define your mission (start with WHY) and identify desired outcomes and customer segments. ¹⁰⁸

❏ Identify your primary goal(s) in the next 90 days. ¹⁰⁹

❏ Determine your target Cost per Acquisition (CPA) or Return On Ad Spend (ROAS). ¹¹⁰

❏ Determine your ads budget relative to campaign goals (optimizing for clicks, page likes, form submissions, etc.). ¹¹¹

❏ Choose 1 key metric for each funnel stage: Awareness, Consideration, and Conversion (ACC). ¹¹²

❏ Develop your brand by moving through the 6 phases of Personal Branding.

3. Content

Your Content is tied to these funnel metrics and audience segments - posts to boost to drive ticket/merchandise sales, sponsored content to drive partner activations, videos to drive database growth, and so forth.

❏ Assemble a list of third-party endorsements, especially positive mentions from high-authority sites. ⁶⁹¹

❏ Create a 3-minute “ WHY ” video.

❏ Create a 3x3 video grid. ⁶⁰²

❏ Set up Content Library. ²⁰⁷

❏ Map out one-minute videos.

❏ Create promotional content to drive conversions. ²²⁰

❏ Determine your ONE QUESTION

❏ Gather content by stage of the #ACC funnel, addressing key objections for each persona.

4. Targeting

Target your content to multiple owned audiences (Facebook remarketing, Google remarketing, email remarketing, app remarketing, tie-ins with your CRM) and core audiences (lookalike audiences for each conversion type, media/influencer targets, related interest targets). Getting your Digital Plumbing in place is key to being able to create these audiences and create cross-channel campaigns (people who’ve been to your site but haven’t bought, who are fans but you don’t have an email, have bought last year but not this year, are in your email list, but haven’t been to the site, and so forth). Check out these other examples of funnel sequences.

❏ Import your customers and leads emails into Facebook, LinkedIn, Twitter and Google as custom audiences.

❏ Build targets on Facebook and Twitter - direct interests, closest competitors, common interests your customers share, industry influencers your customers and competitors follow, and people working in the media.

❏ Create 1% lookalike audience for each major landing page, thank you page, and email list. ³²⁶

❏ Amplify a video and create video remarketing audiences.

❏ Create 1-, 30-, and 180-day audiences (Website Custom Audiences) site-wide, for each major landing page and thank you page.

❏ Build Funnel Sequences.

5. Amplification

Once we have established the triad of Goals, Content, and Targeting, we’re ready to run ads. Amplify the most important pieces of content that will attract the most relevant people and drive engagement; intensify promotional efforts to the engaged crowd for conversions; place brand content in the News Feeds of influencers to incept the media.

❏ Boost top 3 to 5 Facebook Posts

❏ Boost optimization: 4 Stages.

❏ Set up remarketing ads for 1-day landing page abandoners on Google Ads and Facebook.

❏ For each unpublished post, use tracking (UTM) parameters in the URL

❏ Create unpublished posts for conversions

6. Optimization

Finally, in Optimization, we constantly and repeatedly iterate. Stay in the game. Use analytics to determine where to put your additional effort or dollar in ad spend. Expand on working audiences, tweak bidding and creatives where necessary, re-allocate budgets and always measure your performance in terms of your content and targeting against your goals to define success.

❏ Apply Metrics Decomposition. ⁵⁰⁷

❏ Compare the current period against last period.

❏ Use Audience Insights, create new saved audiences. ⁵⁰⁹

❏ Review budget allocation by channel and ad set based on performance (watch for statistical noise).

❏ List 3 to 5 top recommendations to execute in the next 7 days.

❏ Apply Top N to the data set and explain the results in terms of Goals, Content, and Targeting for each level.

❏ Refine lookalike audiences.

❏ Update Success Tracker.